With Mobile Devices in Hand, Consumers Visit Stores to Compare Prices But Nearly Half Make Their Final Purchases Online,

  With Mobile Devices in Hand, Consumers Visit Stores to Compare Prices But
  Nearly Half Make Their Final Purchases Online, Accenture Survey Shows

   They value data privacy but many will allow behavior tracking to create
                             personalized offers

Business Wire

NEW YORK -- November 19, 2012

Nearly three out of four (72 percent) of consumers aged 20-40 in the United
States and the United Kingdom use mobile devices while in-store to compare
prices, but the majority leave before making a purchase, according to a study
by Accenture (NYSE:ACN) Interactive. The research also shows that while
consumers in this age group are concerned about online privacy, they will
permit retailers to track their shopping behavior to personalize their
shopping experience.

More than half (52 percent) of the 2,000 consumers surveyed in each country
believe that in-store prices are higher than online prices. While 60 percent
say that online prices entice them to visit a store where they can compare
prices and view merchandise up close, 48 percent still go home to buy the
products from that retailer online, but 32 percent buy products online from a
different retailer. Only 20 percent make their final purchase in-store.

“The showrooming trend can pose a threat to retailers, given that nearly a
third of our respondents make their final online purchases with other stores,”
said Baiju Shah, managing director of strategy and innovation for Accenture
Interactive. “But consumers don’t want to shop online exclusively and our work
with retailers shows that physical stores don’t have to compete on price alone
but rather focus on the whole experience. Retailers need to create a seamless,
multi-channel experience that blends the digital and physical, and delivers
convenience, price and relevance.”

Personalization outweighs privacy concerns

The survey shows that the consumers surveyed by Accenture Interactive are
extremely interested in having a more personalized shopping experience,
despite their concern for privacy protection.Sixty-four percent say they
would be receptive to receiving text messages when visiting a store informing
them of offers that match their past shopping interests, and 60 percent
strongly agree that it is acceptable to receive advertisements on their
smartphone if they opt into them.

Despite the fact that 86 percent of those surveyed say they are concerned
about websites tracking their online shopping behavior, 85 percent are aware
that such tracking goes on but they understand that tracking enables companies
to present offers and content that matches their interests. Nearly half of the
respondents – 49 percent – are receptive to their favorite stores or brands
using their tracking data to inform their future purchases and make them aware
of product availability.

When asked to make a choice, 64 percent of respondents say it is more
important that companies present them with relevant offers against only 36
percent who say companies should stop tracking their website activity. At the
same time, however, 88 percent strongly agree or agree that companies should
give them the flexibility to control how their personal information is used to
tailor their shopping experience.

“It is clear that consumers are demanding a more individual relationship with
retailers and in the emerging ‘forever prospect’ model of retailing, that
means service and product experience can be more critical than price,” said
Shah. “Consumer marketing needs to address the current disconnect between
offline and online shopping and enhance the physical store front with tailored
digital experiences.”

Social media established at the heart of retailing

The survey confirms the importance of social media, with 92 percent of
respondents more inclined to purchase from a company that makes use of social
media channels. For 67 percent of the respondents, Facebook is their preferred
social media channel. The survey also showed that 80 percent of consumers are
more likely to buy from a company that uses online and email communications
and 70 percent are more inclined to buy from companies using mobile
applications.

Additionally, respondents selected Internet advertising as the channel “most
likely” to steer them toward buying (47 percent), followed by radio
advertising (45 percent), print (31 percent), mobile (19 percent) and
television (15 percent).

For more details, download the Accenture Interactive Survey infographic (US)
or the Accenture Interactive Survey infographic (UK).

About the Survey

The Accenture Interactive survey aimed to determine which shopping channels
are used most frequently, how consumers move between channels, how social
media influences purchasing decisions and the value consumers place on price,
privacy and personalized shopping experiences.

The consumer survey was conducted by Coleman Parkes on behalf of Accenture
Interactive. It was carried out online in August of 2012 with 2,000 consumers
in the United States and the United Kingdom. Participants were split equally
between males and females between 20 and 40 years of age, and the survey
recorded ethnicity and socio-demographics.

About Accenture

Accenture is a global management consulting, technology services and
outsourcing company, with 257,000 people serving clients in more than 120
countries. Combining unparalleled experience, comprehensive capabilities
across all industries and business functions, and extensive research on the
world’s most successful companies, Accenture collaborates with clients to help
them become high-performance businesses and governments. The company generated
net revenues of US$27.9 billion for the fiscal year ended Aug. 31, 2012. Its
home page is www.accenture.com.

Contact:

Accenture
Cam Granstra, + 312 693 5992
cameria.l.granstra@accenture.com
 
Press spacebar to pause and continue. Press esc to stop.